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The Art of Scaling Taste

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Taste is the bone-deep feeling that you’ve made something good. It is a sense, inexplicable and ephemeral. But it’s also a tangible skill that’s increasingly essential. Taste is how a business differentiates itself when attention is scarce and choice is abundant. Knowing what to make is just as important as the ability to make it. There’s an even bigger challenge needed to build a lasting business: scaling your taste, not just into a single object, but into an organization that can build and distribute many products that reflect that taste. There are few companies that have successfully scaled taste better than MSCHF (pronounced “mischief”). Well, not exactly a company, as they explained to me when I visited their Brooklyn-based workshop set across the street from a skate park, but an “artist’s collective that happened to raise venture capital.” Or, according to their self-selected LinkedIn industry category, they are in the business of “Dairy Product Manufacturing.” The group releases

--- title: The Art of Scaling Taste subtitle: How MSCHF turns irreverent ideas into a real business description: How MSCHF turns irreverent ideas into a real business authors: [Evan Armstrong] publication: Napkin Math publication_slug: napkin-math published_at: "2024-05-29T20:00:00-04:00" canonical_url: "https://every.to/napkin-math/the-art-of-scaling-taste" audience: everyone slug: the-art-of-scaling-taste --- _Was this newsletter forwarded to you?_ [_Sign up_](https://every.to/account) _to get it in your inbox._ * * * One of the headier promises of AI is that it will make the creation of goo

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